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Pernod Ricard banks in on Father’s Day with personalised bottles

Friday May 30, 2014 at 1:18pm
Pernod Ricard UK is offering shoppers the chance to personalise select whisky bottles from its portfolio as part of its Your Signature Spirit campaign. The push, through Cubo, is timed to coincide with Father’s Day and features an on-pack call to action that drives consumers to a dedicated microsite – www.yoursignaturespirit.com – where they can personalise bottle labels. Personalise labels, which will be printed and posted for shoppers to stick on bottles they’ve already bought, will be available on brands including Chivas Regal 12 year old, The Glenlivet 12 year old and Aberlour 10 year old. The activity is part of Pernod Ricard’s wider drive that includes instore to gain greater share of voice in the run up to Father’s Day. The brand owner will focus on its Chivas Regal, Aberlour, The Glenlivet, Ballantine’s Finest and Strathisla, and cognac brand Martell VS in major grocers, wholesalers and independents as part of a ‘Here’s to Fathers’ campaign. Cubo’s shopper push includes POS and sampling in Morrisons, and an instore competition in Tesco that has a luxury trip for two to Monte Carlo up for grabs. Dan Reuby, customer marketing director at Pernod Ricard UK, said: “Consumers increasingly expect more from brands – they want to be offered something that is unique to them and allows them stand out from the crowd, especially at key seasonal times. We’ve responded to this demand, and thanks to technological advances, we can offer products and services on a far more individual level – including bottle personalisation. It is a key trading period for off-trade retailers and, as such, we have looked to develop campaigns that drive engagement from consumers and ultimately profit opportunities for our customers.” Chris Walmsley, co-founder and head of planning at Cubo, said: “This campaign is all about reflecting the charm and quality of Pernod Ricard UK’s spirits brands – offering shoppers a meaningful way of saying thank you to fathers and increasing brand visibility in retail. Your Signature Spirit is a great example of what matters to Pernod Ricard UK – contributing something unique which will make a difference to the shopper and consumer.”
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